The Vegas City Platform
A browser-based platform for 3D experiences. Vegas City builds them in Unity, runs them on enterprise-grade micro-services, and serves them into a browser tab. Your audience clicks a link and is inside.
by Vegas City, building immersive experiences since 2018
Where it has already run
The platform is not a prototype with a website. The same team built the work below. Five of these links are the client’s or the agency’s own page, naming us; the Voice Studios, Patrón and Teleperformance entries are the public project record we hold.
Tennis Australia: the Australian Open 2022 build, credited to our team by name
ausopen.com | January 2022
LaLiga: LaLigaLand, a joint project with Vegas City Limited
laliga.com | September 2022
Unilever Degree: the Metathon course and the accessible avatar library
AMV BBDO | April 2022
The Voice Studios: the permanent experience, built by Vegas City
Decentraland Studios | May 2023
Islamabad United: the U-Meta Stadium, the first built-to-scale cricket stadium
isbunited.com | March 2023
Bing Crosby estate: the Winter Wonderland mini-games
Primary Wave Music | December 2022
Patrón Tequila: three cocktail quests across three venues
Decentraland Studios | August 2022
Teleperformance: the global headquarters, credited to Vegas City as author
Decentraland Studios | 2023
Vegas City built Teleperformance’s global headquarters in Decentraland, including the stadium, the games and the branded wearables visitors could win.
Two further builds came to us through agencies rather than directly, and we describe them that way: production on Dolce & Gabbana’s Metaverse Fashion Week debut, through two tiers of agency, and production on a Spanish campaign for Domino’s, built for an agency. We also built the Electric City experience for a global media company, end to end; the client stays unnamed here.
What those builds have in common is the thing this page is about: a Grand Slam and a cricket franchise, a league, a consumer brand, a spirit brand, a broadcaster’s format, a heritage estate, a business-services company and a media company, each one delivered as a 3D experience that people could walk into from a link.
Why the browser, and not a download
Every experience we build opens from a link. A campaign lives in a feed, an inbox, a QR code on a poster, or a slide in a deck, and every one of those is a single click from a browser. Put an install step in front of it and you have asked the audience to do work before they have seen anything. Most of them will not.
It also decides who can take part. A tab opens on a work laptop, a phone, a tablet, a machine in a school or a hotel room, and the same build runs on all of them. No headset, no app store, no version to keep current, no device to buy first.
In 2023 and 2024, Decentraland, where much of this studio’s earlier work ran, retired its web client and moved to a desktop app. A link into that world was no longer something anyone could simply open. We had already gone the other way. We kept building for the browser, and we moved the work into Unity so an experience could be a proper 3D build rather than a scene written to one platform’s own toolset.
That bet is the platform. You can check the result in a tab: partyverse.io.
How a build is delivered
Every experience starts as a Unity project. Unity is the 3D engine: the world, the movement, the lighting, the games and the interfaces are all built there, in the same tool used for console and desktop titles. It is why a browser build does not have to look like a web page.
Built in Unity — One project, one asset pipeline, one build reviewed on a desktop and in a browser before it goes anywhere near a client.
Compiled for the browser — The Unity project is built to run in the browser itself. No plugin, no launcher, no download.
Served at a link — The build sits on a URL you can send to anyone. That is the whole distribution mechanism.
Connected to your systems — The client, or the services behind it, reads from the systems that hold your content and data. That is the next section.
Behind the experience, the platform is a set of separate services rather than one application: accounts, content, live data, reporting, and the 3D client itself. Each runs and scales on its own. That is what stops one busy week from being a single machine’s problem, and what lets a piece of the platform be replaced without rebuilding the world in front of it.
Connecting to your systems
A frozen scene is a video you can walk around. The difference is whether the experience is reading from the systems your business already runs on.
Most of what a brand wants inside a 3D experience already exists somewhere else: a scores feed, a price list, a product catalogue, a fixture list, a loyalty balance, a leaderboard, a ticketing system. The work is to connect the experience to it, so the world changes when the data does.
Live sport and events: scores, fixtures, results, standings, as they happen.
Commerce: product feeds, prices, stock and promotions taken from the client’s own catalogue.
Customer systems: accounts, loyalty balances and entitlements.
Content: the CMS or asset library the client’s team already publishes into.
Games and scoring: leaderboards, quests, rewards and progress that survives between visits.
Streaming: live video and audio taken into a venue, rather than pasted onto it.
This is integration, not migration. We connect to the systems you already run; we do not ask you to move onto ours.
What you inherit to run it
An experience nobody can operate is a campaign that stops at launch. Four things come with a build.
Content management
Change copy, media, products, prices and event listings without a code release. Hand it to your marketing team, or leave it with us.
Reporting and analytics
Where people went, what they completed and how long they stayed, reported in a form a marketing team can act on.
Cloud scaling and monitoring
Capacity for the week the campaign breaks, and monitoring so a problem is seen before the audience sees it.
User management
Accounts, roles and permissions: who can publish, who can see reports, who gets in before launch.
Security and reliability
This is where a procurement or IT team starts, so it should answer in the shape they expect rather than in adjectives. We do not publish a certification we do not hold, and we do not put an availability figure on a website that is not backed by a commitment.
What we do is answer the questions directly, in writing, before a contract:
Where the platform and its data are hosted, and in which region.
Who at Vegas City can reach client data, how that access is granted, and how it is removed.
What is encrypted, in transit and at rest.
What is backed up, how often, and how a restore is tested.
What happens when something fails, who is told, and how quickly.
Which third-party services process data on our behalf, and under what terms.
How a build is tested before it goes live, including load.
What the client is given at handover: code, accounts, documentation and access.
Where a client needs a named certification, an uptime commitment or an SLA, we say what we can and cannot meet before the contract, and the commitment is written into it. Nothing on this page is a substitute for that conversation, and it is not meant to be.
What we can point to instead of a badge is a record. The work has run under load for clients whose own reputations were on the line: a Grand Slam, a league opening, a marathon laid out across more than 800 parcels, a stadium built for a cricket franchise’s season. That is not a certificate. It is what a certificate is trying to predict.
Three ways to buy it
The same platform underneath, and three different things a client can own.
Fully managed, under your brand.
We host it, run it and support it. The audience sees your brand and nothing else: no supplier credit inside the experience unless you want one.
You get the reporting and the content tools; we carry the operational work and the on-call.
Built for a marketing team with a date and no engineering team to spare.
The code on your infrastructure, with us managing it.
You own the build, and it runs on infrastructure you control.
We keep it running, patched and monitored, and we stay accountable for it.
Built for a client who has to show a board or an investor that the asset is theirs.
A bespoke build on the platform.
Something that does not exist yet, built on rails that already work.
Accounts, content, reporting, scaling and browser delivery are already there, so the budget goes into the experience rather than the plumbing.
Built for an agency or a brand with a specific idea and a fixed date.
Start with a date
If you have a launch date and a rough idea of what should be in the experience, we can tell you what is possible in the time and what it will take. That conversation usually starts with the date, because the date decides almost everything else.